Table of Contents
Executive Summary
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- The market
- Impact of COVID-19 on technology influencers
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- Figure 1: Short, medium and long-term impact of COVID-19 on technology influencers, November 2020
- Steady growth in technology and communication appliances
- The consumer
- Technology KOLs moving into more specialised fields
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- Figure 2: Engagements with technology KOL, September 2020
- KOLs provide purchase references instead of driving purchases
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- Figure 3: Perception during purchase journey, September 2020
- Douyin grabbing headlines; marking the importance of entertainment
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- Figure 4: Platforms engaged, September 2020
- Consumers are open to new formats and welcome KOL business models
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- Figure 5: Favourability towards technology KOLs, September 2020
- Consumer interest in technology products is high
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- Figure 6: Content preferences, September 2020
- Technology KOLs are better at recommending than selling
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- Figure 7: Purchases influenced by technology KOLs, September 2020
- What we think
Issues and Insights
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- Balance entertainment and professionalism
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- Figure 8: Same video content traffic comparison between Bilibili and WeChat, June 2020
- Bilibili will continue to gain popularity to redefine marketing further
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- Figure 9: China Unicom’s video on Bilibili, December 2019 and November 2020
- Embrace e-communities
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- Figure 10: AYKES fans group chat, December 2020
The Consumer – What You Need to Know
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- Gen Z rely more on KOLs for purchase decision
- Consumers favour Douyin for entertaining contents from technology KOLs
- Awareness of grassroots influencers expected to grow in Bilibili
- Reviews and tutorials content help making purchase decisions
Engagements with Technology KOL
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- Tech KOL, a niche sector still
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- Figure 11: Engagement between consumers and technology KOLs, September 2020
- Females drive purchases and engagement with technology influencers
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- Figure 12: Engagement between consumers and technology KOLs, by gender, September 2020
- Younger consumers favour group chats and are more likely to buy
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- Figure 13: Engagement between consumers and technology KOLs, by age, September 2020
- Target tier three consumers to drive purchases and engagement
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- Figure 14: Engagement between consumers and technology KOLs, by city tier, September 2020
- Cross category bundle selling most promising with beauty, fashion and arts and cultural products
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- Figure 15: Purchased products on stores/channels KOL recommended, by purchased products types, September 2020
Perception during Purchase Journey
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- Consumers do rely on technology influencers to make purchase decisions
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- Figure 16: Perception during purchase journey for buying technology products, September 2020
- Tier one city consumers show more reliance to purchases based on KOL content
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- Figure 17: Perception during purchase journey for buying technology products, by city tier, September 2020
- Utilise Bilibili and Weibo to increase awareness and narrow decision funnels
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- Figure 18: Perception during purchase journey for buying technology products, by channels following technology KOLs, September 2020
Platforms Engaged
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- The popularity of shopatainment shapes content creation
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- Figure 19: Social media platforms following technology KOLs, September 2020
- Female consumers have a more diversified engagement
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- Figure 20: Repertoire analysis of social media platforms engaged, by gender, September 2020
- Target tier three consumers through Weibo
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- Figure 21: Engaging technology KOLs through Weibo, by city tier, September 2020
- Platforms that attract postgraduate or above consumers
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- Figure 22: Engaging technology KOLs through Huxiu and Zealer, by education, September 2020
Favourability towards Technology KOLs
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- Consumers are open to new formats and welcome KOL business models
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- Figure 23: Favourability towards technology KOLs, September 2020
- Middle-aged consumers prefer harsh comments for objectivity
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- Figure 24: Favourability changes towards technology KOLs often posting harsh comments, by age, September 2020
- Highlight personal experience through posting daily lives
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- Figure 25: Favourability changes towards technology KOLs posting personal lives, by age, September 2020
- Buyers expect higher quality content from KOLs
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- Figure 26: Content preferences, by purchase history, increase favourability, September 2020
Content Preferences
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- Consumer interest in technology products is high
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- Figure 27: Content preferences, September 2020
- Females would like to explore the unknowns
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- Figure 28: Content preferences, new product unboxing and trial, by gender, September 2020
- Mark up offline experience to tier two city consumers
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- Figure 29: Content preferences, product tutorial, by city tier, product tutorial, September 2020
Purchases Influenced by Technology KOLs
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- KOLs are better at recommendations than driving purchases
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- Figure 30: Purchases influenced by technology KOLs, September 2020
- Bilibili shows to be the most influential
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- Figure 31: Purchases influenced by technology KOLs, by platforms followed, September 2020
- Gen Zs are being influenced to purchase more big-ticket items through KOLs
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- Figure 32: Purchases influenced by technology KOLs, by age, September 2020
- Smart household products establish a grounded base in tier one cities
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- Figure 33: Purchases influenced by technology KOLs, by city tier, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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